Copywriting Lesson #5 - How to Make an Offer They Can't Refuse

Now that the reader has taken an interest in the product and
they've been informed of its features and benefits, assured of
its quality and heard from other customers who have had good
results from using it, it's time to give them something back for
their time. This means making an offer. The offer should be so
powerful that they couldn't pass it up without feeling a bit
silly for having done so. 

The reader is going to want a bit of assurance before they part
with their money. This means the salesperson has to put
themselves on the line so that the reader can trust them without
feeling a fool for having done so. This oftentimes entails
making a guarantee of one sort or another. 

It's a general rule that a longer guarantee is preferable to a
shorter one, for obvious reasons. A 60day guarantee is better
than a 30-day guarantee and a 90-day guarantee is preferable to
either. Of course, a year-long guarantee would be better than a
90-day guarantee. 

Remember that a guarantee has to have an element of specificity
to be worthwhile to the customer. "Satisfaction Guaranteed!"
appears on a multitude of advertisements. It means absolutely
nothing. Never use this guarantee. It's impossible to guarantee
that anyone will be satisfied with a product and it should be
eliminated altogether from sales copy. 

Another way to make such an offer is to overwhelm the customers
with value. This usually entails offering deals that comes at
savings which are legitimate but which hit the customer as being
almost difficult to believe. Some examples of an overwhelming
value include: 

"Right now you can get $1,000 worth of bonuses for only $197!" 

A part of this technique is called comparing apples to oranges.
It's simple and effective and works in the following manner. 

"The seminar costs $5,000 but this home study course not only
includes every minute of the material reviewed at the seminar,
but also includes the Question and Answers section. If you buy
today it's only $697. Plus, you'll eliminate the need to travel
and to stay at a hotel, which can save substantial amounts of
money. Of course, you listen to the seminar as many times as you
want." 

In this case, the comparison is made between the two options
presented for obtaining the information from the seminar.
Attending the seminar is characterized as expensive and
timeconsuming while simply purchasing the home study kit is
revealed as economical and time-saving. The fact that the home
study kit can be used as often as desired is also emphasized,
which defines another benefit to the consumer. 

It's not an overstatement to say that one should actually
endeavor to make the customer feel stupid if they don't act on
the offer. The benefits, price and guarantee should define an
opportunity that no rational person would pass up easily.
Convenience-based pitches are particularly effective toward this
end. Why would the consumer not want to have the seminar
materials on-hand when the only other option is to attend the
seminar live and all the expenses that entails? 

Now that all of that work has been done, the most frequently
overlooked and incorrectly-executed element of the sales letter
comes into play: Telling the reader how they avail themselves of
the product.


To Your Success,
YOUR NAME

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